Chris Bourassa

Simply doubling your ad output does not mean your CPA will get cut in half. Trust me, iv tried the brute force approach. The way I have cut CPAs in half is by only creating and launching ads that have an explicit purpose. Know the why behind your ad, before you even create it. If you are trying to figure out why ads worked after they are working, you have failed. I've fallen into the trap of saying "we need X amount of creative" and just hoping they work. Every piece of content you create should be intentional. Identify the "why" behind the ad before you create it. Your creative team might even start to like you...

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😱 2 weeks have passed since Cambria Valente and I released the CHASE GLITCH episode with all our controversial topics and hot takes. Have you watched it yet and seen what people were talking about? Join in on the outrage below: 🔗 YouTube: https://lnkd.in/d_u7bHXA 🔗 Apple: https://lnkd.in/dk8j28Si 🔗 Spotify: https://lnkd.in/d-mBdZag Also, the conference season is winding down with just a few left like Money 2020 and did you get the leads you wanted from those $50,000 booths?💸💸💸 If not we have some great sponsorship opportunities left going into the holiday season! Get thousands of eyes on your brand without having to ship a bunch of swag all over the planet with custom ads and digital overlays to make sure people hear your message every day. Brand new pricing model too that lets you choose exactly which episodes you want to sponsor so we can make sure the messages are aligned! Ping me for all the details! One last thing; some big heavy hitting episodes coming soon into the fall so make sure you've subscribed on your favorite platform to get the notification when they're live! #podcast #chaseglitch #fraudprevention #checkfraud #sponsor

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I'm lucky. I get to talk to startups, teams scaling to $100M, and billion dollar companies all in the same day. Oddly, there is one thing many have in common destroying their pipeline generation and SDR production. Before you roll your eyes, let me preface this with the fact that I honestly can't believe it either. At Outreach, this was a main use case we would use to sell our platform and where we would see an immediate uptick in customer value once deployed. It's SPEED TO LEAD (or how long it takes you to contact a lead after it's been created). Can you believe it? I thought we'd cooked this years ago. The evidence is damning. It still takes companies, on average 42 hours to respond to a lead. 42 hours??!! Simply no excuse for that. Especially considering that means 38% of those leads never reply back. Guess why? - a competitor got back to them faster - the "whim" to reach out has passed - you frustrated the lead with such poor response time What if I told you that you could 100X your chances of converting a lead to pipelline. 100X??!! Mark, that's an exaggeration. Uhh...I've seen the math from 2 studies I've reviewed as well as done temperature checks in dozens of conversations. You'll see a blog post which supports this below. This isn't hard to fix. A couple ideas: 1. make leads fill out fewer form fields → use auto-enrichment after the lead is created in SFDC or Hubspot to fill in the missing pieces 2. create an inbound round robin → make sure you can route leads correctly in owned accounts, but in unowned make sure to send leads to the right rep 3. let leads book directly on calendars → give them a booking page that uses lead routing and/or round robin rules to get right on the reps calendar 4. automate an email touch → send a quick touch from the rep the lead will meet with. Again, requires good lead routing and a round robin. 5. qualify the lead before the rep meeting → a couple simple questions about deal-killing issues helps avoid useless meetings without slowing down response time 6. optimize for mobile → having to say this feels like a facepalm moment, but I just abandoned a site bc I was on my phone and I couldn't easily see the form bc it was not built for mobile (if you can't build your website right, I doubt your product is built right...sorry, but true) If you are a rep, I'd look at your speed to lead right now. If it sucks, say something. If they don't care, start monitoring inbound lead cues and go get leads as near to real time as you can. If you do that, I guarantee you'll have more pipline than others. It's 2024. It's time for lead response times to no longer light demand gen dollars on fire.

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Best advice I heard this week came from Kyle Poyar on his Growth Unhinged Substack: 𝐇𝐢𝐬 𝐚𝐝𝐯𝐢𝐜𝐞 Foundational GTM metrics (traffic, MQLs, SALs) make it nearly impossible to understand where we stand with our target accounts and what influences those accounts to ultimately buy. Why not instead focus our efforts on reaching the accounts we care about? If we shifted to an account-centric view, we’d measure: - How many accounts are in our ideal customer profile (ICP)? - Where are those accounts in their buying journey with us? - Which activities are most effective at influencing accounts along that journey? 𝐖𝐡𝐲 𝐢𝐭 𝐫𝐞𝐚𝐬𝐨𝐧𝐚𝐭𝐞𝐬 We've all been in the meeting where you're behind in the quarter and teams are finger pointing around where in the Marketing or Sales funnel the problem sits. But these conversations miss the bigger picture of success: are you gaining share in your the target market? Operators can play a big role here by running the TAM analysis and building the "unified GTM funnel" reporting Kyle details in his post.. link in comments below!

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PSA: If you are a partner in a partnership you don't get a W-2 salary, you should be getting a partner distribution. If you are getting a W-2 it can cause issues and problems down the road. #TaxCompliance done right.

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